Over the past few weeks, you may have seen people use “Major (key emoji) to success” in an Instagram caption, Snapchat, Facebook post or tweet. This phrase refers to the popular Snapchat account of hip-hop producer DJ Khaled. More than 2 million people a day watch Khaled’s Snapchat stories that feature what he believes are major keys to success.
Leading brands such as MasterCard and Uber have participated in the DJ Khaled phenomenon by tweeting his trademark phrase in relation to their services. “Major (key emoji) Alert: If you need ID Theft alerts, we’ve got you covered (credit card emoji) #blessup,” tweeted MasterCard. The White House, which recently joined Snapchat, also used the phrase in its “My Story” the day before the State of the Union address, stating: “Major (key emoji): Get some rest before the big day.”